Joe Chappell Email & Phone Number

New York, Ny, Us

Washington, Dc, Us

I joined AIA to lead the transformation of the brand and messaging strategy for the world’s leading professional association for architects. The AIA advocates for the value of architecture and gives architects the resources they need to drive positive change through the power of design.Scope of Responsibility:⇨ Change Management⇨ Growth Marketing⇨ Brand Strategy⇨ Internal & External Communications⇨ Digital Strategy

New York, Ny, Us

As CMO of AESC, I led the overall marketing strategy for the professional association representing the $20B global executive search and leadership consulting industry, as well as its B2C career service, BlueSteps. My team focused on value proposition creation, brand positioning, thought leadership, digital strategy, market research, marketing communications, and public relations to elevate the brand worldwide.⇨ Brought a new global brand image to life to better reflect the association’s international and multicultural identity. Brought together members and internal leadership to identify brand perceptions, foundational elements, and goals. Formalized the new direction and rolled out brand across channels. ⇨ Harnessed AESC’s global reach to renew and amplify the industry’s commitment to diversity, equity, and inclusion. Partnered with CEO to roll out a DEI pledge and regional diversity leadership councils to promote a collective approach to driving meaningful change. Created framework for the association’s first DEI Annual Report.⇨ Strengthened internal processes for managing brand assets and established new brand governance for cohesion and consistency across the organization. ⇨ Pivoted communications and messaging strategy through the COVID-19 pandemic to meet the needs of both AESC members and BlueSteps customers, resulting in record engagement levels. Formalized new programs for knowledge sharing, collaboration, and virtual networking and hosted the organization’s first global virtual conference.

New York, Ny, Us

In this role, I was accountable for the global marketing and communications strategy, working closely with regional sales teams to grow the brand through strategic alliances, thought leadership content, business analyst relations, communications, digital strategy, demand generation, and lead nurturing. As a member of the senior leadership team, I worked closely with executive leaders and the global board of directors to steer the overall strategy of the organization. ⇨ Overhauled communications to deliver on new CEO’s vision of strengthening value for members while heightening the association’s visibility in the external market. Rallied team around the new vision and led development of a completely new brand and marketing strategy.⇨ Launched a new public-facing website and members-only portal to strengthen the digital presence for both internal and external audiences. New digital strategy resulted in 190% growth in web traffic.⇨ Reinvented core communications and standards, guided by insights gained from the board and association members. Shifted magazine from a conversational, member-focused publication to a digital-first, research-driven, thought leadership journal that positioned members as trusted business advisors. ⇨ Enabled 30% revenue growth for BlueSteps, the association’s B2C line of business serving executives worldwide, by accelerating digital activities, sharpening the value proposition, implementing A/B testing of website and communications, and integrating a referral program.

New York, Ny, Us

I was promoted to lead the marketing and communications team for both the AESC and BlueSteps businesses, which had historically operated separately. My team of 9 employees focused on elevating brand awareness, strengthening engagement, and driving revenue growth. ⇨ Built and managed a centralized team to break down silos and create unprecedented synergies between marketing and communications functions. New strategy led to increased value for both B2B and B2C customers via exchange of insights between complementary member audiences. ⇨ Led the CEO transition communications strategy, working closely with the chair of the global board of directors as well as both the outgoing and incoming CEOs. Crafted globally transparent and consistent communications—to both internal and external audiences—to ensure a seamless transition and lay a foundation for change. ⇨ Drove record-breaking growth for BlueSteps with 100% increase in revenue from social channels over 2 years. Realigned the value proposition and repositioned the product in the marketplace with a refreshed content and social media marketing strategy.

Hired to develop the digital brand and ecommerce experience for a popular Bay Area bookstore chain, I ultimately built and launched a comprehensive marketing and communications strategy that drove business growth in an environment of enormous technological and competitive change.⇨ Activated a digital transformation strategy that included establishing an active social media presence during the early days of social media platforms. ⇨ Grew online sales 400% in the first year by redesigning the website to enable ecommerce capabilities and establishing infrastructure needed to sell digital titles. ⇨ Increased attendance at 3 annual conferences, 100+ writing classes, and 800+ events.

Portland, Oregon, Us

Managing major accounts for universities, libraries, and other institutions, this job was my first experience selling and providing customer service in a B2B environment. I learned about personalization and segmentation, anticipating customer needs in advance, and the power of recommendations, reputation, reliability, and accountability.

Mcminnville, Oregon, Us

While pursuing my BFA in communication design, I worked as an intern with this award-winning agency, collaborating with creative teams on marketing and brand programs.

New Orleans, La, Us

For four years, I worked with the curator of a center providing high-quality visual resources for teaching and research in studio art and art history at Tulane University. Here, I learned how to prepare, order, and present visual information in both physical and digital formats.

Us

While pursuing my BA degree, I worked with the curator of a regional art collection for this museum, research center, and publisher dedicated to the stewardship of the history and culture of New Orleans and the Gulf South. This internship taught me about narrative, storytelling, intent, and bringing comprehension to the abstract.

Bachelor Of Arts - Ba, Art History (Major), English (Minor)

Bachelor Of Fine Arts - Bfa, Communication Design

Postgraduate Studies, Media & Communications